Ushering in a bold, exciting and dynamic new era, the 103-year-old Citroën brand is announcing a new identity and a new logo. In the new era, it prepares to fulfill its mission as quickly as possible: to make electric mobility accessible to all, as well as to broaden the core of its DNA: convenience, audacity and customer well-being.
The new logo is an interpretation of the original, once created by the founder of the brand, Andre Citroen. For this he had drawn inspiration from his first metalworking company, which produced gears with characteristic V-shaped teeth. Since then, the reference to this well-known “deux chevrons” of the technical lineage has always been a key sign of the Citroën identity. .
The elegant new emblem marks the evolution of the brand and the transition to a new era. The logo contained in the vertical oval already speaks a different design language: this visually expressive emblem will become an instantly recognizable sign on all Citroën cars. The new logo is complemented by a new brand identity program and a new brand signature that promises “Nothing Moves Us Like Citroën”.
The debut of the new logo is scheduled for the end of September, when a significant concept car from the Citroën family will be presented. Then, starting in mid-2023, the new logo will gradually appear on other Citroën concepts and production models.
As we embark on perhaps the most exciting phase of our illustrious 103 years of history, the time has come to give Citroën a truly modern look. Our new identity is an elegant symbol of progress. We put our customers in progressive and bold cars that defy the traditional rules of the industry. On the other hand, in emotional terms, we ensure that mobility, especially when driving with electricity, is easier, more comfortable and more enjoyable, whatever the wishes and needs of customers. From our history we have inherited the ability to create bold and revolutionary cars, which leads us to take a different and more inclusive approach to the future of family mobility. We are sure that our past, present and future customers will agree: nothing drives us forward like Citroën.
Citroen driver Vincent Kobet
New but familiar
At the heart of the new brand identity is the renewed Citroën “two-gallon” symbol, famous throughout the world. It’s the 10th redesign of the brand’s logo since the company was founded in 1919 and features wider, more expressive chevrons that contrast with the softer frame of the vertical oval.
The new logo is complemented by a complete new corporate identity program. It embodies elements that come from non-automotive industries such as cosmetics and clothing. It makes the brand image warmer and more pleasant, in whatever conditions it is used. For example, the new identity was deliberately designed with a clean and simplified user interface.
Particular attention has been paid to design, so that the digital options offered by Citroën fully satisfy the ergonomic and aesthetic wishes of new customers, as well as the needs and requirements of online commerce. For example, dark mode is now available.
In addition, a new animation language is being developed to integrate the new identity into all digital touchpoints, both inside the car via HMI screens and outside via the My Citroën app. This will provide customers with an enriched and consistent Citroën experience.
The new identity will go beyond the digital environment and a new logo both inside and outside the vehicles. It will cover all elements of the company’s corporate identity, starting with the sales and documentation area, and ending with the signage at dealerships and company buildings. The new signs will be lighter and more energy efficient and will be chromium-free to make them easier to recycle later.
The comfortable La Maison Citroën store interior concept, which has gained popularity with customers since its introduction several years ago, will also be improved.
The logo will be complemented by a fresh, simpler color palette and new lettering using Citroën’s proprietary fonts. Returning to the signature hue used by Citroën on the most iconic cars in the company’s history, including the 2CV and DS, the soothing blue hue of the Monte Carlo will be seen again in the near future. It will also be included in a palette of brand identity components for corporate and retail use. The current red color will be replaced by a more energetic and expressive hue of infrared to add balance and dynamic contrast to physical, printed and digital solutions.
Citroën’s new logo and corporate identity are combined with the signature “Nothing Moves Us Like Citroën”. Heralds the impending revolution in future brand mobility solutions and a commitment to providing customers with complete peace of mind. The first physical proof of this will be a familiar concept car which will announce the new identity and which Citroën will reveal at the end of September.
